Tim Hortons and its 1,500 restaurant owners across Canada launched a campaign to support those affected by the shocking and heartbreaking events in Nova Scotia.
One hundred percent of the proceeds are being donated to the Canadian Red Cross Stronger Together Nova Scotia Fund. The doughnut went on sale across Canada on Wednesday, April 29.
NHL stars Sidney Crosby and Nathan MacKinnon have recorded a video to help raise awareness for this campaign.
“As proud Nova Scotians, we are incredibly saddened by the tragedy that took place in our community. To show our support, we have partnered with Tim Hortons to give every Canadian a way to show theirs,” Crosby and MacKinnon said in the video. “Let’s show Nova Scotians how all Canadians stand with them.”
Given the urgent push to start fundraising, the sprinkled doughnut design will vary by restaurant depending on what supplies owners have available.
“Canadians have shown time and time again they will be there for their neighbours in times of crisis,” said Tim Hortons chief marketing officer Hope Bagozzi. “This tragedy has been all the more devastating given how Canadians were already struggling with the unprecedented nature of the ongoing COVID-19 pandemic. From all of us at Tim Hortons, our hearts go out to all those who are hurting right now—we are thinking of you.”
Debert, one of the close-knit Nova Scotia communities struck by this tragedy, is home to a Tim Hortons warehouse that employs many residents in the region. Christy Breed, a Tim Hortons restaurant owner in Dartmouth, said the Tim Hortons community was eager to rally together to support the families of victims.
“We have all been devastated by the details of this unimaginable tragedy and are heartbroken for the families who lost loved ones,” said Breed. “I am very grateful that my fellow Tim Hortons restaurant owners across the country are coming together to support Nova Scotia as we try to cope with this tragedy.”
The Canadian Red Cross Stronger Together Nova Scotia Fund, in partnership with the Nova Scotia government, will support individuals, families and communities impacted by the Nova Scotia tragedy with immediate and long-term needs, including resiliency and capacity building.
The Nova Scotia Strong doughnut retailed for $1.59 and was available until May 5th.